Brand: Not For Consumption But For Life.

"The ideal brand survey of consumers" entered the twenty-fourth session. At present, the only complete report of Taiwan's continuous and direct visit survey reveals the consumption and commodity world rankings in the past more than 20 years, with no exaggerated data, only the most realistic brand image. Also, because of the complete historical data, we observed this year's survey and found a startling fact: in the past, the height of the brand from the "consumer" level was not enough to explain the current situation. With the current financial tsunami fueling, today's society is facing the transformation of the entire human lifestyle. Our focus should also be drawn from a single consumer and worker to a broader "living" level. The changes in the surroundings of life are far more dramatic and broader than imagined. 10 years ago, desktop computers had just gained popularity. The latest data of this year's Taiwan computer guild is that every four notebook sold will sell a PC. In the past, when the camera was taken out of play, we now regard the digital camera as "daily necessities", not only taking pictures, but also printing out calendars, T-shirts and mugs. Human beings gradually change from instrumental rationality and transaction rationality to life rationality of spiritual and practical needs, forcing entrepreneurs who only understand manufacturing logic in the past to evolve into an economy based on creativity and innovative thinking. Financial tsunami destroys brand value? But just as the whole world is pleased to create brand value, a mine in the US Wall Street destroys tens of thousands of brand bastions all over the world. The financial tsunami first caused the overall decline of the luxury market, followed by the crisis of the mass brand, and the three largest car factory in the US was about to go bankrupt and closed. Even TOYOTA Toyota shut down many overseas production lines because of the severe recession. Do business rules need to be changed? Will the iron rule of brand operation be lost? From the "consumer ideal brand survey", we have observed that although the ranking of brands has changed, it does not mean that the brand value has disappeared since then. For the living, brand is of course important. The reason is that the brand has given the consumer experience. But now the living people also pay great attention to the "value" provided by the brand. For those who lack the silver in their pockets, the present "value" is practical and cost-effective, so the modern life people want to enjoy both taste and parity. Product. In the whole survey, we can see that the heart rate of "economy + quality + taste" is far superior to that of commodities that emphasize metaphysical sensory experience. For example, evergreen airlines, the first airline in the world, is 20 percentage points more than Singapore Airlines. The Asus, Acer and the heart rate, which emphasize simple parity, left behind the Sony, which has always been an emphasis on taste. Many results show that in the past, commodities that specialize in "symbol consumption" have not been completely abdicated, but they are also badly hurt. Liao Zhenhan's view is that the bad economy will reduce consumer confidence, but the strength of people's consumption is still there. The brand can not disappear, but the categories of ethnic groups will be more and more obvious. Ling Sizhuo, general manager of Taiwan IKEA (Martin Lindstr m), said that the whole financial crisis is global, and it is difficult for enterprises to stay out of the world without being affected by Martin. Of course, a strong brand will not disappear, but we must think about how to develop at the niche of the brand. The so-called niche point is brand value first, and the second is brand positioning. Ling Sizhuo pointed out that many consumers use the price to judge the quality, the more expensive and the better it seems to be a myth. But in fact, good things don't have to be expensive. Smart consumers should be judged from the "cost performance". He takes the table as an example, and points out that the desktop part should be used most frequently, so actually the whole desk is not solid wood, but the table is solid wood and the feet of the table are other materials. It is very paradoxical that the ideal brand can catch the living person. Now the quality of life of the living person has improved, but the economy has deteriorated and the consumption power has been weakened. So what should the ideal brand do in the future? According to the findings of the survey, the economic environment is getting worse, and the consumer behavior of the consumer has begun to be conservative. However, conservatism does not mean that the taste is reduced. Relatively speaking, conservatism represents a more pragmatic and fastidious demand for the brand. The city CAF e cup sold in convenience stores is only 40 yuan, which is 1/3 of Starbucks (Starbucks). However, its taste and coffee's "temperament connotation" have not been reduced due to low price. City CAF e looks for GUI Lun Mei as an endorsement, shaping the taste of the urban taste class. The price of 40 yuan does not have a high-end restaurant as a substrate, but it takes the cup packaging illustration and advertising situation to replace it, so that you can reduce the cost, but do not consume the pride of pleasure. In the investigation project of ideal brand, we also found that no matter how the lifestyle changes, corporate brand can transform the product from the stage of bulk goods and commodities to the brand value of service and experience. That is to say, if an enterprise can create a brand and let the customer experience a completely different feeling before and after use, then the brand can create the highest gross profit figures for the enterprise. Xiao Nan, editor in chief